Advertising writers know that people do read body copy if they’re interested in the product.
This ad is written for those who want to know the truth about the ETS.
It points out yet another important difference between populist National and principled ACT.
But today we’ve added the Key/Hide ‘cup of tea’ photo. This sends two other messages.
It tells all ACT supporters around the country that their votes will count. Because they know it’s also telling National voters in Epsom to vote for Rodney.
Why doesn’t John Key just come out and say this?
Because much of National’s funding comes from the mansions of Remuera, Parnell and Epsom.
And many of their blue-rinsed residents have yet to appreciate the tactical nuances of this new-fangled voting system called MMP.
Put simply, the idea of not voting blue would make them see red.
ACT has a big challenge in the next few days. We have to convince centre-right voters that to achieve their goal of getting rid of the odious Clark, they have two choices.
Not just one.
To change the government, they can vote for either National or ACT. It’s the National + ACT total that counts. Not the National total alone.
If the National/ACT total exceeds 50% of MPs, we get a National-led government.
It doesn’t make the slightest difference to the centre-right’s numbers whether National get the entire 50+%, or ACT gets 10% of it.
That’s what people don’t get yet.
But it sure as hell will make a big difference to the country.
ACT’s thrust for the next few days will be getting voters to recognize the huge difference between a change of government and a government of change.
That difference is ACT.
Stay tuned for those ads.